The Art of Optimization : Case: Valmet's Wastewater Applications
Yacoub, Samar (2016)
Yacoub, Samar
Kajaanin ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016121420331
https://urn.fi/URN:NBN:fi:amk-2016121420331
Tiivistelmä
Besides wanting to reach the targeted audience rapidly, it is important to communicate efficiently, and be present when consumers engage in a search. Search engine optimization (SEO) combined with search engine advertising (SEA) are fundamental practices in today’s marketing world. Ranking high on a search engine results page (SERP), increases the probability of attracting more traffic from potential customers.
Valmet, a multinational company, which supplies technology, automation systems, and services, has as one of its business goals to increase the profitability of its wastewater applications in the North American market. One of the main objectives is to draw inbound traffic to these webpages, with the purpose of increasing its online sales’ leads. This development task revolves around implementing an SEO plan and an SEA campaign, in order to increase the ranking position of Valmet’s wastewater applications’ webpages on an SERP. The performance of these action plans are later measured using web analytics, where valuable knowledge can be extracted in order to continuously improve future strategic online marketing activities.
The final outcome reveals the importance of a well-structured keywords’ list, which can be applied throughout SEO’s and SEA’s tasks. Relevant and shareable content is needed, both to retain potential customers, as well as to signal search engines of the relevance and authority of a webpage. Ultimately, this development task proposes the usage of certain key performance indicators aligned with Valmet’s business goals, to be measured with web analytics, and which are significant when tracking marketing activities online. By adjusting future actions, the performance efficiency of SEO’s and SEA’s efforts can be improved.
Valmet, a multinational company, which supplies technology, automation systems, and services, has as one of its business goals to increase the profitability of its wastewater applications in the North American market. One of the main objectives is to draw inbound traffic to these webpages, with the purpose of increasing its online sales’ leads. This development task revolves around implementing an SEO plan and an SEA campaign, in order to increase the ranking position of Valmet’s wastewater applications’ webpages on an SERP. The performance of these action plans are later measured using web analytics, where valuable knowledge can be extracted in order to continuously improve future strategic online marketing activities.
The final outcome reveals the importance of a well-structured keywords’ list, which can be applied throughout SEO’s and SEA’s tasks. Relevant and shareable content is needed, both to retain potential customers, as well as to signal search engines of the relevance and authority of a webpage. Ultimately, this development task proposes the usage of certain key performance indicators aligned with Valmet’s business goals, to be measured with web analytics, and which are significant when tracking marketing activities online. By adjusting future actions, the performance efficiency of SEO’s and SEA’s efforts can be improved.